- Poppi is facing backlash over a high-cost influencer marketing campaign involving custom vending machines for content creators. The campaign aimed to build brand awareness ahead of the Super Bowl.
- Poppi defended the campaign but announced plans to extend it to customers by allowing them to nominate others to receive vending machines.
- The controversy was amplified by competitor Olipop and a similar backlash faced by Tarte Cosmetics for extravagant influencer marketing.
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Prebiotic soda brand Poppi is facing backlash over a high-cost influencer marketing campaign. The company sent custom vending machines to content creators as part of a Super Bowl promotion.
Poppi gifted 32 influencers fully stocked vending machines featuring its prebiotic soda. The campaign aimed to build brand awareness ahead of the Super Bowl.
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However, the reported $25,000 price tag for each machine—highlighted by Poppi’s competitor Olipop—sparked controversy. Many questioned whether the influencer marketing move was wasteful and out of touch with everyday consumers.
Social media backlash
Social media users quickly weighed in on the campaign. Some saw it as a creative marketing strategy, while others criticized the extravagance.
One Reddit user wrote, “I saw a creator on TT talking about what a waste these are and how much carbon emissions it would take to transport these from house to house. And how much power it would take to run them!!”
Concerns also centered around influencer privilege. Critics pointed out that many of the recipients already have access to the product, making the high-cost delivery feel unnecessary.
Poppi responds to criticism
Poppi’s founder, Allison Ellsworth, responded to the backlash in a TikTok video. She defended the campaign, stating its purpose was to highlight “the biggest soda moment … the Super Bowl.”
She also addressed misinformation, seemingly referencing Olipop’s claims on various videos about the vending machines’ cost. According to Ellsworth, the vending machines were not permanent gifts but temporary loaners.
In response to the backlash, Poppi announced plans to extend the campaign beyond influencers. The company will now allow customers to nominate friends, family or sororities to receive vending machines.
Olipop joins the conversation
The controversy escalated when Olipop, a competing prebiotic soda brand, joined the discussion. After a critic questioned whether the campaign was “the rich giving to the rich,” Olipop commented, “32 machines times $25,000 per machine … Yikes.”
The brand left similar comments on other videos, further fueling the debate.
Influencer marketing backlash
Poppi isn’t the only brand facing criticism for influencer marketing. Tarte Cosmetics has also come under fire multiple times for extravagant PR packages and luxury trips.
In 2023, Tarte flew 50 influencers and their guests to Dubai for a lavish three-day event. While the trip was meant to promote its newest product line, many online called it tone-deaf amid economic struggles in the U.S. and Europe.
Later that year, the brand sparked backlash again when PR packages sent to influencers varied drastically. Some received $700 Hermès bracelets, while others got only a simple necklace, leading to accusations of favoritism.
Most recently, amid the California wildfires, Tarte hosted an influencer trip to the Caribbean. One of the events featured a theme called “Tarte on Fire,” which many saw as insensitive given the ongoing crisis.
Influencer marketing remains effective
Despite criticism, influencer marketing remains a key strategy for brands. A January study by Charle Agency found that 69% of consumers trust influencer recommendations when discovering new products.
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Brands continue investing in high-end PR packages and luxury trips to engage audiences. Poppi’s Super Bowl ad even features TikTok star Alix Earle, reinforcing its commitment to influencer-driven promotion.
While campaigns like this spark debate, influencer marketing continues to shape consumer behavior and drive brand success.
[KENNEDY FELTON]
PREBIOTIC SODA BRAND – POPPI – IS RESPONDING TO BACKLASH OVER AN EYE CATCHING DELIVERY AS PART OF A SUPER BOWL CAMPAIGN. BUT IT’S THE REPORTED 25 THOUSAND DOLLAR PRICE TAG OF EACH ITEM – CALLED OUT BY POPPI’S COMPETITOR – THAT HAS PEOPLE QUESTIONING IF THIS INFLUENCER MARKETING MOVE WENT TOO FAR.
OVER THE PAST FEW DAYS… 32 CONTENT CREATORS RECEIVED THESE – FULLY STOCKED POPPI VENDING MACHINES.
SOME SEE IT AS A CREATIVE AND STRATEGIC MARKETING MOVE BY POPPI… WHILE OTHERS HAVE TAKEN TO SOCIAL MEDIA TO EXPRESS THEIR FRUSTRATIONS.. CALLING THE CAMPAIGN EXCESSIVE AND OUT OF TOUCH. SOME ARGUE GIFTING INFLUENCERS – MANY OF WHOM CAN ALREADY AFFORD THE PRODUCT – FEELS WASTEFUL ESPECIALLY WHEN EVERYDAY CONSUMERS ARE DEALING WITH RISING COSTS.
ONE REDDIT USER SAYS “I saw a creator on TT talking about what a waste these are and how much carbon emissions it would take to transport these from house to house. And how much power it would take to run them!!”
POPPI’S FOUNDER – ALLISON ELLSWORTH – RESPONDED TO THE BACKLASH IN A TIKTOK MONDAY… EXPLAINING THE ORIGINAL IDEA BEHIND THE CAMPAIGN.
“This vending machine campaign was put in place to bring awareness to the biggest soda moment… the super bowl.”
BUT COMPETITOR OLIPOP – ANOTHER PREBIOTIC SOFT DRINK BRAND – TOOK THE CONVERSATION TO THE NEXT LEVEL AFTER THIS VIDEO FROM A CRITIC… “AT WHAT POINT DOES IT SEEM LIKE THE RICH GIVING TO THE RICH?”
OLIPOP COMMENTED – “32 MACHINES TIMES 25-THOUSAND DOLLARS PER MACHINE…. YIKES.” THEY ALSO LEFT SIMILAR COMMENTS ON OTHER VIDEOS… ADDING FUEL TO THE CONTROVERSY.
WHILE THE ACTUAL COST OF THE VENDING MACHINES REMAIN UNKNOWN… ELLSWORTH CLAIMS THERE’S MISINFORMATION BEING SPREAD BY ONE OF THEIR COMPETITORS – ALLUDING TO OLIPOP. AND ACCORDING TO AD WEEK… THE POPPI VENDING MACHINES SENT OUT TO INFLUENCERS ARE JUST LOANERS.
“Creator marketing has always been a staple of poppi’s brand. But I know it’s you, our community, that has been the biggest part of our success.” NOW – POPPI SAYS IT WILL BE GIVING VENDING MACHINES TO THE COMMUNITY BY ASKING PEOPLE TO NOMINATE THEIR FRIENDS.. FAMILY.. OR ORGANIZATIONS THEY’RE APART OF.
BUT THERE’S NO DOUBT THE BRAND LEANS INTO INFLUENCERS… ITS SUPER BOWL AD EVEN FEATURES TIKTOK STAR ALIX EARLE WHO HAS MORE THAN 7 MILLION FOLLOWERS.
BUT IS IT TOO MUCH?
INFLUENCER MARKETING HAS BECOME A KEY STRATEGY FOR BRANDS TO PROMOTE THEIR PRODUCTS… BY LEVERAGING INFLUENCERS’ CREDIBILITY AND LARGE FOLLOWINGS TO REACH THEIR TARGET AUDIENCES MORE AUTHENTICALLY. IT EXTENDS BEYOND P-R PACKAGES… SOME BRANDS GO ALL OUT WITH LUXURY TRIPS FOR SELECTED INFLUENCERS.
ONE BRAND THAT HAS FACED SIGNIFICANT BACKLASH FROM MULTIPLE BRAND TRIPS – MAKEUP COMPANY TARTE. IN 20-23 THE COMPANY FLEW OUT FIFTY INFLUENCERS AND THEIR GUESTS TO DUBAI FOR A LAVISH THREE DAY EVENT… BUT THE EXTRAVAGANCE OF THIS TRIP DREW CRITICISM FROM SOME FOR BEING TONE DEAF AMID ECONOMIC DOWNTURNS IN THE U-S AND EUROPE.
AND LAST SEPTEMBER – TARTE STIRRED CONTROVERSY AGAIN AFTER THEIR P-R PACKAGES WENT VIRAL… SOME INFLUENCERS RECEIVED 700-DOLLAR HERMES BRACELETS WHILE OTHERS RECEIVED JUST A REGULAR NECKLACE.
MORE RECENTLY – DURING THE CALIFORNIA WILDFIRES – TARTE HOSTED AN INFLUENCER TRIP TO THE CARIBBEAN WITH ONE EVENT NAMED “TARTE ON FIRE.”
BUT DESPITE BACKLASH.. INFLUENCER MARKETING CONTINUES TO BE HIGHLY EFFECTIVE ACCORDING TO A JANUARY STUDY BY CHARLE AGENCY… 69 PERCENT OF CONSUMERS SAY THEY TRUST RECOMMENDATIONS INFLUENCERS GIVE THEM FOR NEW PRODUCTS OR SERVICES.
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